My bad; My opportunity

By Rachel Blatt

We all make mistakes. But often, those mistakes provide an opportunity to show people just how good you are at dusting yourself off and trying again. Today, as brands’ relationships with consumers become increasingly based in the digital, the possibility of a quick error affecting your consumers at scale is ever increasing. Take, for example, this email Eastern Mountain Sports sent out last night to anyone who’d ever shopped at their store:

It’s more important than ever that brands be flexible, human, and have a sense of humor when things like that happen. This is an example of a brand doing just that, turning a blunder into a lovely Thanksgiving bonus. 

Rachel Blatt is global content manager at Wolff Olins.

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